Packaging for the product gives the impression of a birthday party, with confetti and a red bow to signify the ice cream can be gifted to others.

The launch is being supported by a £3.5m marketing campaign,​spanning TV, digital, PR and outdoor communications.

‘Suited for gifting’​

Christina Dunn, country business leader at Ben & Jerry’s UK and Ireland, said: “We know that our fans like to gift Ben & Jerry’s to their friends, so our new birthday cake responds directly to this insight, with a new addition to our flavour family ideally suited for the gifting occasion. ​

“We’ve also seen an increasing desire for innovation when it comes to birthday cakes, with boundaries being pushed from traditional designs to impressive, bespoke creations. We hope fans enjoy digging in to our new twist on the birthday cake moment and join in on our 40th birthday celebrations.”​